The number of affluent consumers who said they preferred to read the news on their mobile phone has risen by 15% since 2012, according to a report released today.
A survey by BBC World News said, in contrast, the amount of people who say they prefer desktop has decreased by 17%.
The study surveyed 6,000 smartphone owners in Australia, Germany, Sweden, India, Hong Kong and the US. It compared the habits of affluent consumers - the highest 20% income earners in each country - to those of the general population. The study also revealed:
- 51% of affluent consumers use their mobile phone for business, compared to 40% of the general population.
- Affluent consumers are 18% more likely to share their location to get relevant services than the general population.
- News apps are the most commonly used mobile phone apps for affluent consumers, whilst social network apps are favoured by the general population.
- A third of affluent consumers agree that, if a brand wants to be modern and dynamic, it needs to be on mobile – 15% higher than the general population.
- Mobile advertising is twice as effective as the proven desktop in driving key brand metrics such as awareness, favourability and purchase intent amongst the total population. This figure rises to four times as effective for affluent consumers.
- High income earners are as positive towards advertising on mobile (19%) as desktop (18%). The percentage who are happy to see ads on mobile websites rises to 41% for sites where the content is free.
A statement from the BBC said the results reveal the increasing importance of smartphones to affluent consumers. The results also demonstrated the extent to which mobile devices are ‘integrated into their personal and, crucially, their business lives, as improved technology enables greater engagement with content.’
Jim Egan, CEO of BBC Global News Ltd said: “This new research reveals significant change in mobile consumption – people are delving deeper into stories on their mobiles, consuming more video and, significantly, growing accustomed to advertising on their mobiles. This large study provides compelling evidence that mobile advertising works with affluent mobile consumers in particular and that has big implications for publishers and advertisers alike.”